Gays/lesbians Are Receptive to Advertising
Gay and lesbian consumers are more receptive than their heterosexual counterparts to TV and print advertising, finds a study by Harris Interactive and Witeck-Combs Communications. Fewer than half (46%) of gays and lesbians feel that print ads "clutter" up magazines, compared with 55% of heterosexuals. Nearly a third of gays and lesbians consider magazine ads to be informative.
Fewer gays and lesbians than heterosexuals consider TV commercials disruptive, but online ads that pop up, waste space, or block content are equally annoying to both groups--88% of gays and lesbians and 86% of heterosexuals. As is true of Black and Hispanic consumers, gays and lesbians are more likely to buy products from brands whose marketing campaigns are targeted to them than from companies whose marketing doesn't target them. [GAYS/LESBIANS, ADVERTISING]
GAYS'/LESBIANS' ATTITUDES TOWARD PRINT ADVERTISING, COMPARED TO THOSE OF HETEROSEXUALS (In general, I find that magazine advertisements ...) Gays/lesbians Heterosexuals Rarely show people like me 52% 45% Clutter magazines 46% 55% Make no difference to me 45% 46% Give me information 32% 28% I can use Are boring 27% 30% Are entertaining 23% 17% Motivate me to 21% 16% consider buying products Are valuable 12% 10% Are offensive 7% 9% Often show people like me 1% 3% SOURCES: Harris Interactive and Witeck-Combs Communications Note: Table made from bar graph. …